Influential Factors on Consumer Purchase Intention for Chinese Folk Culture Jewelry Products

This study explored the opportunities for domestic brands in the market under the background of enhanced national pride and cultural confidence, and analyzed young consumers' interest in national-style jewelry and its impact on their purchase intention. Based on the theory of planned behavior and the customer perceived value theory, this paper employed empirical research methods to investigate the main influencing factors of Chinese folk culture jewelry. Through an online random survey, 379 valid questionnaires were collected, and data analysis was conducted using SPSS 26.0 software. The results indicate that consumers' awareness of folk culture and jewelry products positively influences their attitudes, and that attitudes, subjective norms, perceived behavioral control, and customer perceived value all have positive effect on purchase intention, with attitudes and subjective norms being particularly significant. Additionally, different consumer groups exhibit differences in the factors influence their purchase intention. This study, combined with relevant research findings, provides strategic suggestions for product innovation for jewelry companies and offers a theoretical basis for developing marketing strategies tailored to consumer expectations.